Sep. 15, 2017
7 min reading time
7 min reading time
It all starts with the right words in a search bar. Keyword research is one of the most important and profitable processes in search engine marketing. Ranking for the right keywords is crucial. keywords determines the success of every WebsiteResearching keyword demand in your target market will reveal promising terms and phrases for success. Search Engine optimizationLearn to better understand your target audience as a whole!
A successful website isn't just about attracting visitors. A single visitor with genuine interest is far better than hundreds of disinterested visitors. Keyword research helps you attract the right kind of visitors to your website. Professional keyword research also allows you to anticipate changes in market demand and react to new market conditions.
The secret to successful websites is knowing what your target audience is searching for. With this knowledge, you can more effectively satisfy your customers by tailoring your products, services, and web content to their needs. Keyword research will revolutionize your marketing. Never before have there been such easily overcome obstacles to understanding the motivations of end consumers in any market niche.
Not every keyword is equally valuable for you and your website. Assess which keywords will be most profitable for you. For example, if you run an online shoe store, would you earn more money from visitors searching for "black shoes" than from users searching for "brown boots"? The product range on your website is the deciding factor.
If you have a larger selection of black shoes, your online shop is more likely to satisfy customers searching for that specific query than those searching for brown boots, for example. Keywords are most profitable when your website offers customers a satisfactory selection of products or services for those exact search terms. As a webmaster, you can see the search queries your visitors enter. Keyword research tools allow you to determine the actual value that individual queries have for your website.
However, keyword research tools don't directly show the value of individual search queries. They only show how many visitors are generated by a specific search query. To derive the true value of a particular keyword from the traffic figures, you need to gain a better understanding of your own website. Formulate hypotheses, test them, and repeat the process. In short: Try the classic web marketing formula.
To determine the value of a keyword, ask yourself a few questions. Is the keyword closely related to the content of your website? Will people using that search query find what they're looking for on your website? Will visitors with a specific search need be satisfied by your site's content, and will traffic generated by a particular keyword produce financial or other benefits? If you can answer these questions with a clear "Yes!", then proceed to the next step.
Start the search query you want to check in the major search engines.
How and on which pages is the keyword ranked? By asking yourself this question, you gain valuable insights into your direct market competitors. This will help you estimate how difficult it will be for your website to rank for the respective search query.
These types of ads typically appear more frequently in the context of high-value keywords. The more ads you see, the more likely it is that a particular search query will lead to a direct conversion and generate lucrative traffic. This means that a potential customer with that specific query is highly likely to become an actual buyer, resulting in a profit for your company.
Buy at Google AdWords Alternatively, you can run a test campaign for the respective keyword using Bing AdCenter. This option allows you to track the conversion rate of the query, even without ranking for the search query yourself. To do this, select "Exact Match" in Google AdWords. Then, observe the resulting impressions and the conversion rate over a period of at least 200 to 300 clicks.
You now have the necessary data to assess the keyword's value. Let's assume the search query generates 5.000 impressions per day, of which 100 landed on your website and three resulted in actual customers with a total revenue of €200.
A single visitor with the respective search query is therefore worth two euros to your company. 5000 impressions in 24 hours can generate click-through rates of up to 36 percent with a #1 ranking. This would translate to up to 1800 visits per day, worth up to 3600 euros. Annually, traffic from the respective keyword thus delivers more than one million euros.
Because of such estimation capabilities, companies love keyword research. However, even the best estimates are of little use if the practical optimization process, including ROI calculation, doesn't receive enough attention. Search engine optimization consists of constant testing, experimentation, and improvement. Although SEO While this usually represents the highest conceivable return-marketing investment, measurement success remains a critical point for the process.
Back to the online shoe store example: A #1 ranking for the keyword "shoes" would be lucrative, wouldn't it? To avoid miscalculating, remember the "long appendage" of every search query.
Keywords with 5.000 or even 500 unique searches per day may seem lucrative. In reality, however, popular search terms of this kind represent less than 30 percent of all web searches. The remaining 70 percent correspond to the "long tail" of search queries. This "long tail" consists of hundreds to millions of unique searches, which are performed only a few times a day at most. Nevertheless, all of these together account for the majority of the global search volume.
Often, the "long suffix" of certain keywords shows a better conversion rate than the popular keyword itself. This is because potential buyers are already at an advanced stage of the buying process at this point. Someone searching for "shoes," for example, is simply browsing.
These users are simply looking to get an overview. They are still far from making a final purchase decision. However, someone searching for more specific terms like "best price Air Jordans size 12" practically already has their wallet in hand and will make a purchase within minutes.
Where can you get enough knowledge about keyword research and recommended keywords? Consult resources such as...
Resources are one thing. Knowledge is another. Even the best keyword research is useless if you have problems interpreting the results. We're happy to interpret them for you. mikseo.ch is dedicated to search engine optimization. To ensure you're always found by the right target audience in the right environment, we strive uncompromisingly for the best possible customer solutions in search engine marketing and SEO. When it comes to keyword research, we know the best resources and how to interpret the results correctly.
The Keyword Explorer tool helps us choose the most promising keywords and prioritize high-converting search queries. Using the Google AdWords Keyword Planner tool, we estimate the search volume for specific queries within a given timeframe and determine the cost-benefit ratio of paid campaigns for those terms.
Understanding the subject matter is essential for comprehending the value of specific keywords. Thanks to our experience, we are able to assess and plan all the necessary steps on the path to high rankings, in addition to analyzing demand. If large brands dominate the top 10 results for your keywords and you are just starting out, climbing the ranks can take years of effort. With our help, you save yourself the testing, experimentation, and continuous improvement efforts that are essential for successful SEO. Investing in mikseo.ch is therefore a lucrative return on marketing investment. We understand the challenges and opportunities of keyword research. Interested in working together?
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